How Social Media has Impacted the Health Care Industry

Social media is one of the most talked about disruptions to marketing in decades, but how is it impactful for the healthcare industry? In a generation that is more likely to go online to answer general health questions then ask a doctor, what role does social media play in this process? Let’s dive into some meaningful statistics and figures to illustrate how social media has impacted health care in the last few years.

1. More than 40% of consumers say that information found via social media affects the way they deal with their health. (source: Mediabistro)

Why this matters: Health care professionals have an obligation to create educational content to be shared across social media that will help accurately inform consumers about health-related issues and outshine misleading information. The opinions of others on social media are often trusted but aren’t always accurate sources of insights, especially when it comes to a subject as sensitive as health.

2. 18 to 24-year-olds are more than 2x as likely than 45 to 54-year-olds to use social media for health-related discussions. (source: Mediabistro)

Why this matters: 18 to 24-year-olds are early adopters of social media and new forms of communication which makes it important for healthcare professionals to join in on these conversations where and when they are happening. Don’t move too slow or you risk losing the attention of this generation overtime.

3. 90% of respondents from 18 to 24 years of age said they would trust medical information shared by others on their social media networks. (source: Search Engine Watch)

Why this matters: A millennial’s network on social media is a group of people that are well trusted online, which again, presents an opportunity to connect with them as a health care professional in a new and authentic way.

4. 31% of healthcare organizations have specific social media guidelines in writing. (source: Institute for Health)

Why this matters: It is crucial to have social media guidelines in place for your healthcare facility to ensure everyone is on the same page, your staff is aware of limitations to their actions on social media and that a systematic strategy is in place for how social media should be run across your organization.

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